Articlegold2021

Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Botanic Cosmetic Brands

Jae Kwang Hwang · Eun-Jung Kim · Sae-Mi Lee · Yong‐Ki Lee

23 citations0/0 files storedSustainability

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Perception and Purchasing Behavior

Abstract

Given that the market is becoming more competitive, it is imperative to understand what influences purchasing decisions of global consumers as consumer trends change regarding botanic cosmetics for anti-aging, maintaining appearance and skin health. This study considers and examines susceptibility to global consumer culture (SGCC) (conformity to consumer trend, social prestige, and quality perception) and its effect on affective commitment, which in turn influences behavioral commitment and loyalty in the context of the botanic cosmetic industry. In addition to examining the structural relationships among the variables, we test whether purchase experience moderates the proposed relationships. The results are as follows. First, conformity to consumer trends has a significant effect on emotional commitment, but is not positively associated with behavioral commitment. Second, social prestige has no significant direct effect on either emotional or behavioral commitment. Third, quality perception has a significant impact on emotional commitment, but no positive impact on behavioral commitment. Fourth, both emotional commitment and behavioral commitment affect brand loyalty, and behavioral commitment in particular has a significant effect on brand loyalty. Finally, through the analysis of the moderating effect on the cosmetic purchasing experience, first, it was confirmed that the less purchasing experience, the stronger the effect of conformity to consumption trend (CCT) on emotional commitment and behavioral commitment.

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References

2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1994The Commitment-Trust Theory of Relationship Marketing 1998The partial least squares approach for structural equation modeling.2011An assessment of the use of partial least squares structural equation modeling in marketing research 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2016Using PLS path modeling in new technology research: updated guidelines 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework

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